CHAPTER 6. CONCLUSION
6.6. Conclusion
Despite the limitations, this research might have fulfilled its aims, which is to conceptualize the model ‘6As of Budget Travel’ and to identify the differences between Asia and Western travelers. The model denotes the importance of 6 factors in assessing the competitiveness of budget destinations. For simulation, through this model we might find the reasons why Southeast Asian destinations are perceived to be more backpacker-friendly than Northeast Asian destinations – which explainable through the performance of the factor affordability, accessibility, atmosphere, and amplifier. In general, Southeast Asia is cheaper, easier to access (more relaxed visa policy) and its enclaves are located quite close to each other, has an atmosphere that is more open to travelers, and already famous for being a backpacker destination. Figure 6.5 visualizes the simulated assessment, though it can be always extended to the assessment on each attribute and comparisons between specific destinations.
This research also elaborates on the differences between Asian and Western backpackers. It provides insights on how to serve and cater that segment better for the tourism professionals considering Asian travelers dominate the landscape of tourists visiting Asian destination, while the number of Asian backpackers is growing in recent years (Bui et al., 2014; Muzaini, 2006; Teo & Leong, 2006).
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Figure 6. 5. Visualization of Simulated Assessment on SEA and NEA Source: Researcher’s interpretation
On the other hand, backpacking tourism has become undoubtedly mainstreamed.
The authentic “drifter” now only makes a small number of backpackers (Cohen, 1973), while the rest of backpackers actually falls into the category of mass tourism (Larsen et al., 2011; O’Reilly, 2006; Spreitzhofer 2010) – including the Asian backpackers. There are challenges arising from this phenomenon of commoditization, that is it brings too many tourists to a destination exceeding its carrying capacity. Overtourism due to backpacking tourism could be arguably the most visible threat. This research suggests a number of countermeasures that can be taken in order to deal with the issues.
As a closing summary, this research ultimately attempts to reveal the relevance of backpacking tourism. It conceptualizes a model to assess destination competitiveness. It identifies the characteristics of backpackers in general and Asian backpackers as the emerging segment. It elaborates on the dynamics of backpacking tourism in Asia. It presents the challenges and the suggested countermeasures. And finally, it recommends some direction for future studies related to the topic of backpacking tourism.
AFF ATT ACC AME ATM AMP
SEA NEA
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APPENDIX A. CTA: TOP 40 KEYWORDS
This appendix presents the top 40 keywords sorted by the average score of ‘mention proportion’ of all destinations.
Rank Factor Attribute Keyword TH VN MM KH LA ID PH MY SG CN JP TW SK Tbt Avg-SEA Avg-NEA Avg-ASIA
1 Attraction General Place 10.28% 10.17% 6.78% 4.38% 2.85% 12.12% 16.48% 12.14% 10.98% 13.69% 8.32% 15.64% 15.41% 7.28% 9.58% 12.07% 10.47%
2 Attraction General Visit 5.55% 8.16% 5.96% 2.94% 1.24% 9.47% 6.79% 7.93% 8.31% 11.07% 16.24% 9.88% 8.76% 9.60% 6.26% 11.11% 7.99%
3 Attraction General train 3.85% 6.78% 7.16% 2.02% 2.39% 2.85% 0.19% 4.77% 2.67% 12.90% 15.23% 15.64% 10.27% 14.57% 3.63% 13.72% 7.24%
4 Attraction General Interesting 3.64% 4.77% 5.80% 4.49% 6.37% 6.02% 5.41% 5.33% 4.15% 7.17% 16.66% 9.47% 10.27% 7.28% 5.11% 10.17% 6.92%
5 Attraction General bus 5.63% 8.45% 9.44% 2.85% 2.71% 4.93% 5.98% 9.72% 6.23% 10.21% 6.26% 10.29% 9.67% 2.32% 6.22% 7.75% 6.76%
6 Accessibility General flight 6.84% 5.40% 7.07% 3.69% 4.64% 8.54% 12.30% 6.01% 6.23% 7.29% 3.98% 2.47% 4.23% 4.97% 6.75% 4.59% 5.97%
7 Accessibility General flying 5.08% 7.03% 6.59% 5.45% 6.10% 6.52% 7.64% 6.01% 5.04% 5.48% 4.34% 2.67% 5.14% 5.63% 6.16% 4.65% 5.62%
8 Accessibility General arrive 4.53% 6.47% 6.77% 5.98% 5.31% 5.19% 8.93% 4.27% 1.19% 6.08% 5.96% 4.32% 7.55% 4.64% 5.40% 5.71% 5.51%
9 Accessibility Visa & Permit Visa 5.90% 9.41% 8.48% 8.62% 7.56% 5.66% 3.99% 2.17% 2.37% 11.49% 0.88% 2.47% 1.51% 6.62% 6.02% 4.60% 5.51%
10 Atmosphere Local Atmosphere Locality 3.75% 4.55% 7.60% 5.98% 5.84% 5.68% 3.04% 4.02% 4.75% 4.73% 4.32% 5.76% 4.53% 7.28% 5.02% 5.33% 5.13%
11 Amenities Accommodation Hotel 5.00% 7.03% 6.19% 1.89% 0.88% 3.84% 4.99% 5.45% 7.12% 8.07% 6.42% 4.32% 3.93% 4.64% 4.71% 5.48% 4.98%
12 Accessibility Entry & Exit airport 5.24% 3.84% 2.54% 1.07% 0.68% 5.13% 7.93% 5.57% 9.20% 6.12% 5.39% 2.47% 8.76% 2.98% 4.58% 5.14% 4.78%
13 Accessibility General road 4.00% 2.88% 9.84% 3.87% 6.90% 3.33% 2.09% 1.61% 2.37% 3.16% 3.37% 2.26% 1.51% 6.29% 4.10% 3.32% 3.82%
14 Affordability Work Work 3.01% 3.70% 3.78% 2.99% 5.04% 3.35% 3.18% 2.85% 2.67% 6.52% 5.10% 2.88% 3.63% 3.31% 3.40% 4.29% 3.71%
15 Affordability Price cost, costly 3.22% 2.51% 4.66% 4.05% 5.44% 4.00% 4.56% 2.85% 1.19% 3.24% 3.66% 1.65% 1.51% 8.61% 3.61% 3.73% 3.65%
16 Attraction Natural beach 8.39% 6.02% 2.43% 0.96% 0.06% 4.54% 7.45% 8.05% 7.12% 0.32% 2.04% 2.06% 1.21% 0.00% 5.00% 1.13% 3.62%
17 Accessibility General routes 2.10% 3.25% 5.93% 3.52% 5.70% 3.13% 2.56% 2.11% 1.48% 4.41% 6.07% 1.65% 2.11% 6.29% 3.31% 4.11% 3.59%
18 Accessibility General station 2.33% 1.72% 2.18% 0.45% 0.73% 1.39% 0.66% 2.72% 3.26% 7.02% 7.27% 10.49% 6.04% 3.64% 1.72% 6.89% 3.57%
19 Attraction General lovely 2.20% 3.33% 2.59% 3.25% 3.05% 3.05% 2.14% 2.85% 4.45% 2.05% 7.41% 6.17% 3.93% 2.32% 2.99% 4.38% 3.49%
20 Accessibility General Transportation 2.98% 1.69% 2.29% 0.82% 0.99% 4.30% 2.18% 4.02% 4.15% 4.73% 6.26% 6.58% 3.32% 2.65% 2.60% 4.71% 3.36%
21 Affordability Price Price 3.64% 3.50% 4.04% 2.73% 1.99% 4.42% 4.75% 2.48% 5.04% 3.04% 2.76% 1.65% 0.91% 5.63% 3.62% 2.80% 3.33%
22 Attraction Cuisine Food 3.53% 2.46% 0.93% 0.85% 0.90% 2.30% 1.61% 4.15% 10.09% 2.62% 4.32% 5.76% 2.72% 2.32% 2.98% 3.55% 3.18%
23 Affordability Price pay 3.03% 2.77% 4.09% 2.81% 6.90% 3.53% 5.18% 1.86% 2.08% 2.94% 3.01% 1.44% 1.51% 1.99% 3.58% 2.18% 3.08%
24 Affordability Price Expensive, expense 3.10% 2.43% 2.86% 2.37% 3.45% 2.77% 2.61% 2.54% 1.78% 4.33% 3.01% 1.85% 2.42% 6.95% 2.66% 3.71% 3.03%
25 Atmosphere Hospitality/Svc Quality friendly 2.36% 2.46% 2.94% 3.52% 3.05% 3.23% 2.56% 1.11% 2.37% 2.48% 2.61% 4.94% 2.72% 2.98% 2.62% 3.14% 2.81%
26 Affordability Price worth 2.49% 2.77% 2.86% 2.64% 3.05% 2.65% 2.61% 2.35% 2.97% 0.30% 6.21% 2.88% 3.63% 1.32% 2.71% 2.87% 2.77%
27 Attraction Natural park 2.49% 1.69% 0.14% 0.28% 0.17% 3.07% 1.14% 4.71% 5.64% 3.02% 4.44% 6.17% 3.63% 0.00% 2.15% 3.45% 2.61%
28 Attraction Natural hiking 1.01% 0.96% 0.92% 0.53% 2.65% 2.79% 1.14% 2.04% 2.37% 2.64% 8.53% 7.41% 2.11% 1.32% 1.60% 4.40% 2.60%
29 Accessibility Entry & Exit ferry 1.93% 1.24% 2.07% 1.06% 0.66% 4.28% 9.78% 2.23% 1.48% 1.27% 1.83% 1.23% 5.44% 0.00% 2.75% 1.95% 2.46%
30 Attraction General sites 2.07% 4.01% 1.69% 0.82% 0.37% 1.94% 1.99% 1.98% 2.08% 3.93% 4.93% 2.26% 3.32% 1.99% 1.88% 3.29% 2.38%
31 Attraction General wonderful 2.17% 2.46% 1.67% 1.85% 3.45% 2.65% 2.18% 1.86% 2.08% 2.66% 3.33% 1.65% 2.72% 1.99% 2.26% 2.47% 2.34%
32 Amenities Accommodation Accommodation 3.16% 1.41% 1.75% 0.90% 0.48% 2.91% 3.42% 3.96% 3.56% 1.93% 3.48% 1.65% 1.51% 1.66% 2.40% 2.04% 2.27%
33 Attraction Natural mountain 0.77% 2.80% 0.79% 0.31% 0.40% 1.58% 1.61% 0.50% 0.59% 3.70% 6.70% 6.79% 3.02% 1.99% 1.04% 4.44% 2.25%
34 Affordability Price Cheap 3.27% 2.01% 1.93% 1.76% 2.39% 2.38% 2.28% 2.97% 2.37% 2.17% 2.11% 1.65% 1.81% 1.32% 2.37% 1.81% 2.17%
35 Amplifier General Marketing 1.54% 3.31% 1.54% 2.37% 1.33% 0.85% 1.09% 1.67% 2.08% 1.79% 1.66% 4.53% 3.32% 1.99% 1.75% 2.66% 2.08%
36 Attraction Cultural Cultural, culture 1.56% 1.69% 0.45% 0.51% 0.11% 2.99% 1.57% 1.98% 1.19% 1.97% 3.52% 2.67% 4.83% 3.97% 1.34% 3.39% 2.07%
37 Attraction Natural season 3.75% 1.53% 2.71% 0.76% 0.45% 1.98% 1.85% 2.23% 2.08% 1.21% 3.01% 3.29% 2.11% 1.32% 1.93% 2.19% 2.02%
38 Affordability Price budget 3.91% 1.41% 2.33% 2.20% 1.46% 2.73% 1.80% 2.41% 2.97% 2.17% 1.75% 0.62% 0.00% 2.32% 2.36% 1.37% 2.01%
39 Accessibility Easiness to Combine border 2.36% 2.23% 6.05% 1.64% 1.64% 0.61% 0.00% 2.54% 1.48% 3.10% 0.21% 0.00% 0.60% 4.97% 2.06% 1.78% 1.96%
40 Accessibility Proximity Location 2.22% 1.61% 1.32% 1.85% 1.06% 1.74% 2.47% 2.11% 2.97% 0.22% 2.65% 2.26% 3.93% 0.99% 1.93% 2.01% 1.96%
145
APPENDIX B. CTA: AFFORDABILITY
Appendix B to Appendix F presents the result of CTA on selected significant keywords based on each factor.
Affordability
Attribute Keyword TH VN MM KH LA ID PH MY SG CN JP TW SK Tbt AU Avg-SEA Avg-NEA Avg-ASIA Avg-All
cost, costly 3.22% 2.51% 4.66% 4.05% 5.44% 4.00% 4.56% 2.85% 1.19% 3.24% 3.66% 1.65% 1.51% 8.61% 3.91% 3.61% 3.73% 3.65% 3.60%
Price 3.64% 3.50% 4.04% 2.73% 1.99% 4.42% 4.75% 2.48% 5.04% 3.04% 2.76% 1.65% 0.91% 5.63% 2.64% 3.62% 2.80% 3.33% 3.22%
pay 3.03% 2.77% 4.09% 2.81% 6.90% 3.53% 5.18% 1.86% 2.08% 2.94% 3.01% 1.44% 1.51% 1.99% 4.82% 3.58% 2.18% 3.08% 3.14%
Expensive,
expense 3.10% 2.43% 2.86% 2.37% 3.45% 2.77% 2.61% 2.54% 1.78% 4.33% 3.01% 1.85% 2.42% 6.95% 3.73% 2.66% 3.71% 3.03% 3.07%
worth 2.49% 2.77% 2.86% 2.64% 3.05% 2.65% 2.61% 2.35% 2.97% 0.30% 6.21% 2.88% 3.63% 1.32% 0.03% 2.71% 2.87% 2.77% 2.42%
Cheap 3.27% 2.01% 1.93% 1.76% 2.39% 2.38% 2.28% 2.97% 2.37% 2.17% 2.11% 1.65% 1.81% 1.32% 2.67% 2.37% 1.81% 2.17% 2.22%
budget 3.91% 1.41% 2.33% 2.20% 1.46% 2.73% 1.80% 2.41% 2.97% 2.17% 1.75% 0.62% 0.00% 2.32% 1.88% 2.36% 1.37% 2.01% 1.98%
rate 0.96% 1.05% 1.32% 0.97% 3.18% 0.97% 2.28% 1.05% 0.59% 0.91% 1.01% 1.23% 3.63% 1.99% 1.76% 1.37% 1.75% 1.51% 1.46%
Fee 0.97% 1.84% 1.32% 1.41% 3.98% 1.31% 1.61% 0.80% 1.19% 1.69% 0.99% 0.21% 2.42% 0.66% 2.52% 1.60% 1.19% 1.46% 1.48%
charge 1.14% 1.33% 1.45% 1.14% 4.38% 1.07% 1.38% 0.87% 0.00% 1.05% 0.82% 1.03% 3.02% 0.99% 1.61% 1.42% 1.38% 1.40% 1.33%
Value 0.72% 0.25% 0.62% 0.62% 0.66% 0.36% 0.57% 0.56% 1.78% 0.52% 0.74% 0.00% 0.60% 0.66% 0.64% 0.68% 0.51% 0.62% 0.59%
Affordable, affordability, afford
0.41% 0.42% 0.62% 0.09% 0.93% 0.53% 0.76% 0.62% 0.00% 0.50% 0.38% 0.21% 0.00% 0.33% 0.58% 0.49% 0.28% 0.41% 0.42%
payment 0.25% 0.23% 0.66% 0.18% 0.53% 0.40% 0.28% 0.19% 0.00% 0.28% 0.13% 0.82% 0.30% 0.33% 0.55% 0.30% 0.37% 0.33% 0.34%
Exchange 0.64% 0.71% 1.01% 1.32% 4.24% 0.42% 0.57% 1.11% 0.30% 0.56% 0.32% 0.62% 2.42% 1.99% 0.76% 1.15% 1.18% 1.16% 1.07%
currency 0.67% 0.28% 1.01% 0.70% 3.18% 0.32% 0.52% 0.74% 0.30% 0.12% 0.25% 0.00% 1.21% 0.33% 0.36% 0.86% 0.38% 0.69% 0.64%
Exchange rate 0.10% 0.14% 0.44% 0.44% 1.46% 0.08% 0.38% 0.12% 0.30% 0.12% 0.08% 0.21% 1.51% 0.33% 0.42% 0.38% 0.45% 0.41% 0.38%
Work 3.01% 3.70% 3.78% 2.99% 5.04% 3.35% 3.18% 2.85% 2.67% 6.52% 5.10% 2.88% 3.63% 3.31% 12.09% 3.40% 4.29% 3.71% 4.39%
Job 0.38% 0.34% 0.31% 0.26% 0.80% 0.34% 0.47% 0.31% 0.59% 0.56% 0.40% 0.00% 0.60% 0.33% 3.43% 0.42% 0.38% 0.41% 0.68%
whv 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.13% 0.00% 0.00% 0.00% 5.37% 0.00% 0.03% 0.01% 0.39%
Employment 0.09% 0.11% 0.26% 0.18% 0.00% 0.12% 0.19% 0.00% 0.30% 0.20% 0.06% 0.00% 0.60% 0.00% 2.42% 0.14% 0.17% 0.15% 0.31%
volunteer 0.06% 0.23% 0.09% 0.53% 0.40% 0.18% 0.19% 0.56% 0.00% 0.16% 0.11% 0.00% 0.60% 0.00% 0.27% 0.25% 0.17% 0.22% 0.21%
working holiday0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.08% 0.00% 0.00% 0.00% 1.88% 0.00% 0.02% 0.01% 0.17%
Price
Exchange Rate
Work Availability
146
APPENDIX C. CTA: ATTRACTION (1)
Attraction (1)
Attribute Keyword TH VN MM KH LA ID PH MY SG CN JP TW SK Tbt Avg-SEA Avg-NEA Avg-ASIA
Place 10.28% 10.17% 6.78% 4.38% 2.85% 12.12% 16.48% 12.14% 10.98% 13.69% 8.32% 15.64% 15.41% 7.28% 9.58% 12.07% 10.47%
Visit 5.55% 8.16% 5.96% 2.94% 1.24% 9.47% 6.79% 7.93% 8.31% 11.07% 16.24% 9.88% 8.76% 9.60% 6.26% 11.11% 7.99%
Interesting 3.64% 4.77% 5.80% 4.49% 6.37% 6.02% 5.41% 5.33% 4.15% 7.17% 16.66% 9.47% 10.27% 7.28% 5.11% 10.17% 6.92%
lovely 2.20% 3.33% 2.59% 3.25% 3.05% 3.05% 2.14% 2.85% 4.45% 2.05% 7.41% 6.17% 3.93% 2.32% 2.99% 4.38% 3.49%
sites 2.07% 4.01% 1.69% 0.82% 0.37% 1.94% 1.99% 1.98% 2.08% 3.93% 4.93% 2.26% 3.32% 1.99% 1.88% 3.29% 2.38%
wonderful 2.17% 2.46% 1.67% 1.85% 3.45% 2.65% 2.18% 1.86% 2.08% 2.66% 3.33% 1.65% 2.72% 1.99% 2.26% 2.47% 2.34%
Destination 1.65% 1.47% 1.02% 0.40% 0.42% 2.18% 3.28% 1.18% 2.67% 2.27% 2.55% 3.91% 2.72% 0.99% 1.58% 2.49% 1.91%
Beautiful 1.36% 3.62% 0.62% 1.85% 1.06% 1.84% 1.99% 1.05% 1.19% 1.59% 4.53% 2.67% 0.30% 0.33% 1.62% 1.89% 1.71%
Attractiveness,
attractive 0.75% 0.71% 0.70% 0.70% 0.80% 1.51% 1.28% 0.74% 5.64% 2.25% 2.36% 2.47% 0.91% 0.33% 1.43% 1.66% 1.51%
Attraction 0.75% 0.71% 0.45% 0.23% 0.17% 1.51% 1.28% 0.74% 5.64% 2.25% 2.36% 2.47% 0.91% 0.33% 1.28% 1.66% 1.41%
Sights 0.52% 0.90% 0.53% 1.06% 0.40% 0.87% 0.57% 0.43% 0.30% 2.09% 4.23% 1.85% 1.81% 0.99% 0.62% 2.20% 1.18%
beach 8.39% 6.02% 2.43% 0.96% 0.06% 4.54% 7.45% 8.05% 7.12% 0.32% 2.04% 2.06% 1.21% 0.00% 0.050013 1.13% 3.62%
park 2.49% 1.69% 0.14% 0.28% 0.17% 3.07% 1.14% 4.71% 5.64% 3.02% 4.44% 6.17% 3.63% 0.00% 2.15% 3.45% 2.61%
hiking 1.01% 0.96% 0.92% 0.53% 2.65% 2.79% 1.14% 2.04% 2.37% 2.64% 8.53% 7.41% 2.11% 1.32% 1.60% 4.40% 2.60%
mountain 0.77% 2.80% 0.79% 0.31% 0.40% 1.58% 1.61% 0.50% 0.59% 3.70% 6.70% 6.79% 3.02% 1.99% 1.04% 4.44% 2.25%
season 3.75% 1.53% 2.71% 0.76% 0.45% 1.98% 1.85% 2.23% 2.08% 1.21% 3.01% 3.29% 2.11% 1.32% 1.93% 2.19% 2.02%
Natural, nature 1.17% 1.36% 0.34% 0.34% 0.11% 2.24% 1.38% 2.72% 2.97% 1.09% 3.60% 4.94% 3.93% 0.66% 1.40% 2.84% 1.92%
lake 0.46% 1.05% 2.80% 0.45% 0.11% 2.75% 1.09% 0.43% 0.59% 1.93% 2.97% 7.41% 0.00% 3.31% 1.08% 3.12% 1.81%
hot 1.32% 1.02% 1.36% 3.08% 0.66% 1.03% 1.33% 0.56% 2.08% 1.11% 1.90% 3.09% 1.81% 0.33% 1.38% 1.65% 1.48%
diving 1.58% 0.42% 0.48% 0.18% 0.13% 3.68% 5.70% 2.91% 1.19% 0.04% 0.21% 0.00% 0.00% 0.00% 1.81% 0.05% 1.18%
sea 1.74% 1.07% 0.75% 1.23% 1.06% 1.98% 1.52% 1.98% 0.30% 0.40% 2.02% 0.82% 0.60% 0.99% 1.29% 0.97% 1.18%
national park 1.51% 0.90% 0.26% 0.09% 0.00% 1.76% 0.28% 2.48% 0.30% 0.44% 0.78% 1.85% 2.42% 0.00% 0.84% 1.10% 0.93%
snorkeling 1.71% 0.20% 0.18% 0.26% 0.00% 4.00% 2.66% 1.98% 0.59% 0.00% 0.80% 0.00% 0.00% 0.00% 1.29% 0.16% 0.88%
trekking 0.46% 1.10% 1.63% 0.44% 1.46% 1.21% 0.66% 0.68% 0.89% 0.26% 0.67% 0.00% 0.00% 2.65% 0.95% 0.72% 0.87%
Cultural, culture 1.56% 1.69% 0.45% 0.51% 0.11% 2.99% 1.57% 1.98% 1.19% 1.97% 3.52% 2.67% 4.83% 3.97% 1.34% 3.39% 2.07%
traditional 0.46% 0.73% 0.26% 0.44% 0.53% 0.00% 0.00% 0.00% 0.00% 1.31% 2.93% 1.65% 3.32% 1.32% 0.27% 2.11% 0.93%
historical 0.28% 1.19% 0.08% 0.06% 0.03% 0.30% 0.66% 0.62% 0.00% 1.05% 2.61% 2.26% 1.51% 0.66% 0.36% 1.62% 0.81%
history 0.28% 0.65% 0.34% 0.20% 0.06% 0.42% 0.33% 0.62% 0.30% 1.47% 2.38% 1.03% 1.51% 0.99% 0.35% 1.48% 0.75%
Arts 0.12% 0.28% 0.09% 0.53% 0.40% 0.32% 0.14% 0.25% 0.59% 0.62% 1.58% 0.62% 0.91% 0.33% 0.30% 0.81% 0.48%
shopping 2.03% 1.24% 0.88% 0.34% 0.59% 1.45% 1.85% 2.17% 3.56% 2.11% 2.97% 1.65% 2.72% 0.99% 1.57% 2.09% 1.75%
Museum 0.17% 1.44% 0.14% 0.20% 0.08% 0.48% 0.52% 0.50% 2.37% 1.59% 5.05% 2.47% 0.91% 0.00% 0.66% 2.00% 1.14%
bar 1.14% 0.68% 0.26% 2.20% 0.13% 0.38% 0.95% 0.93% 0.00% 0.64% 0.76% 0.82% 0.60% 0.00% 0.74% 0.57% 0.68%
party 1.67% 0.51% 0.26% 3.25% 0.53% 0.00% 0.00% 0.00% 0.00% 0.38% 0.82% 0.21% 1.51% 0.33% 0.69% 0.65% 0.68%
modern 0.39% 0.28% 0.35% 0.09% 0.40% 0.42% 0.05% 0.12% 0.59% 1.21% 1.60% 0.82% 0.91% 0.33% 0.30% 0.97% 0.54%
General
Natural
Cultural
Artificial
147
APPENDIX D. CTA: ATTRACTION (2) & AMENITIES
Attraction (2)
Amenities
Attribute Keyword TH VN MM KH LA ID PH MY SG CN JP TW SK Tbt Avg-SEA Avg-NEA Avg-ASIA
Food 3.53% 2.46% 0.93% 0.85% 0.90% 2.30% 1.61% 4.15% 10.09% 2.62% 4.32% 5.76% 2.72% 2.32% 2.98% 3.55% 3.18%
eat 1.65% 0.96% 0.79% 1.23% 1.46% 1.03% 1.28% 1.18% 4.15% 1.39% 2.02% 0.41% 1.21% 1.32% 1.53% 1.27% 1.44%
drink 1.06% 0.54% 0.70% 1.06% 1.19% 0.46% 1.00% 0.56% 0.30% 0.36% 0.95% 0.21% 0.60% 0.00% 0.76% 0.42% 0.64%
meal 0.52% 0.59% 0.35% 0.97% 0.66% 0.53% 0.57% 0.50% 0.89% 0.38% 0.82% 0.00% 0.30% 0.33% 0.62% 0.37% 0.53%
activities 1.10% 1.16% 0.51% 0.23% 0.25% 1.49% 1.71% 0.80% 3.26% 1.01% 1.96% 1.03% 1.21% 1.32% 1.17% 1.31% 1.22%
festivals 0.42% 0.25% 0.28% 0.08% 0.06% 0.30% 0.38% 0.25% 0.00% 0.83% 2.21% 1.44% 0.60% 0.66% 0.22% 1.15% 0.55%
night market 0.35% 0.28% 0.13% 0.53% 0.13% 0.04% 0.00% 0.43% 0.59% 0.34% 0.00% 3.91% 0.60% 0.00% 0.28% 0.97% 0.52%
Diversity Diversity 0.04% 0.03% 0.06% 0.00% 0.00% 0.28% 0.09% 0.06% 0.00% 0.04% 0.29% 0.82% 0.60% 0.00% 0.06% 0.35% 0.17%
Cuisine
Events &
Acts
Attribute Keyword TH VN MM KH LA ID PH MY SG CN JP TW SK Tbt Avg-SEA Avg-NEA Avg-ASIA
Comm. Internet 0.91% 0.59% 1.07% 0.34% 0.08% 0.95% 0.66% 1.18% 0.00% 0.87% 0.55% 0.41% 0.60% 0.66% 0.64% 0.62% 0.63%
bank, banking 1.22% 0.96% 1.80% 1.50% 4.38% 0.89% 0.52% 0.62% 0.00% 1.27% 0.48% 1.03% 4.83% 3.31% 1.32% 2.19% 1.63%
ATM 0.74% 0.99% 1.19% 0.37% 0.73% 0.99% 0.57% 0.93% 0.00% 0.95% 0.27% 0.00% 3.02% 2.65% 0.72% 1.38% 0.96%
credit card 0.12% 0.20% 0.70% 0.62% 2.79% 0.57% 0.24% 0.19% 0.00% 0.62% 0.42% 0.21% 1.51% 0.33% 0.60% 0.62% 0.61%
Hotel 5.00% 7.03% 6.19% 1.89% 0.88% 3.84% 4.99% 5.45% 7.12% 8.07% 6.42% 4.32% 3.93% 4.64% 4.71% 5.48% 4.98%
Accommodation 3.16% 1.41% 1.75% 0.90% 0.48% 2.91% 3.42% 3.96% 3.56% 1.93% 3.48% 1.65% 1.51% 1.66% 2.40% 2.04% 2.27%
Hostel 2.06% 1.02% 0.88% 0.17% 0.03% 0.55% 1.14% 0.62% 1.19% 2.72% 1.68% 0.82% 3.32% 0.33% 0.85% 1.78% 1.18%
resort 2.40% 0.88% 0.66% 0.79% 0.80% 1.21% 1.80% 2.85% 1.78% 0.16% 0.78% 0.41% 0.00% 0.33% 1.46% 0.34% 1.06%
house 1.38% 1.19% 1.32% 0.62% 1.59% 1.11% 1.19% 0.62% 0.30% 1.19% 1.68% 1.85% 0.60% 0.00% 1.03% 1.07% 1.04%
sleep 0.77% 1.10% 1.19% 0.62% 1.59% 1.03% 0.85% 0.25% 0.00% 1.03% 2.27% 0.62% 0.30% 1.66% 0.82% 1.18% 0.95%
boarding 0.83% 0.56% 0.66% 0.35% 0.53% 0.77% 0.85% 0.68% 0.89% 1.01% 0.46% 0.00% 0.60% 1.99% 0.68% 0.81% 0.73%
guesthouse 2.10% 0.54% 1.07% 0.56% 0.34% 1.03% 0.19% 0.93% 1.19% 0.58% 0.36% 0.00% 0.00% 0.33% 0.88% 0.25% 0.66%
bed 0.42% 0.68% 0.22% 0.26% 0.80% 0.44% 0.52% 0.68% 0.30% 0.64% 0.53% 0.00% 0.91% 0.66% 0.48% 0.55% 0.50%
Food Service Restaurant 2.14% 1.47% 0.68% 0.82% 0.45% 1.27% 1.76% 1.86% 2.67% 1.97% 2.36% 1.44% 0.60% 0.66% 1.46% 1.41% 1.44%
travel agent 0.61% 0.37% 0.31% 0.11% 0.06% 0.48% 0.14% 0.12% 0.30% 0.30% 0.17% 0.00% 0.30% 1.66% 0.28% 0.49% 0.35%
Tour operator 0.12% 0.28% 0.23% 0.03% 0.06% 0.16% 0.09% 0.19% 0.00% 0.10% 0.00% 0.00% 0.60% 1.66% 0.13% 0.47% 0.25%
tour agency 0.00% 0.00% 0.00% 0.00% 0.00% 0.06% 0.09% 0.06% 0.00% 0.08% 0.00% 0.00% 0.00% 1.32% 0.02% 0.28% 0.12%
Financial Svc
Accommo.
Tour Opr.
148
APPENDIX E. CTA: ACCESSIBILITY
Accessibility
Attribute Keyword TH VN MM KH LA ID PH MY SG CN JP TW SK Tbt Avg-SEA Avg-NEA Avg-ASIA
train 3.85% 6.78% 7.16% 2.02% 2.39% 2.85% 0.19% 4.77% 2.67% 12.90% 15.23% 15.64% 10.27% 14.57% 3.63% 13.72% 7.24%
bus 5.63% 8.45% 9.44% 2.85% 2.71% 4.93% 5.98% 9.72% 6.23% 10.21% 6.26% 10.29% 9.67% 2.32% 6.22% 7.75% 6.76%
flight 6.84% 5.40% 7.07% 3.69% 4.64% 8.54% 12.30% 6.01% 6.23% 7.29% 3.98% 2.47% 4.23% 4.97% 6.75% 4.59% 5.97%
flying 5.08% 7.03% 6.59% 5.45% 6.10% 6.52% 7.64% 6.01% 5.04% 5.48% 4.34% 2.67% 5.14% 5.63% 6.16% 4.65% 5.62%
arrive 4.53% 6.47% 6.77% 5.98% 5.31% 5.19% 8.93% 4.27% 1.19% 6.08% 5.96% 4.32% 7.55% 4.64% 5.40% 5.71% 5.51%
road 4.00% 2.88% 9.84% 3.87% 6.90% 3.33% 2.09% 1.61% 2.37% 3.16% 3.37% 2.26% 1.51% 6.29% 4.10% 3.32% 3.82%
routes 2.10% 3.25% 5.93% 3.52% 5.70% 3.13% 2.56% 2.11% 1.48% 4.41% 6.07% 1.65% 2.11% 6.29% 3.31% 4.11% 3.59%
station 2.33% 1.72% 2.18% 0.45% 0.73% 1.39% 0.66% 2.72% 3.26% 7.02% 7.27% 10.49% 6.04% 3.64% 1.72% 6.89% 3.57%
Transportation 2.98% 1.69% 2.29% 0.82% 0.99% 4.30% 2.18% 4.02% 4.15% 4.73% 6.26% 6.58% 3.32% 2.65% 2.60% 4.71% 3.36%
depart 0.55% 0.59% 1.23% 0.62% 0.93% 0.50% 1.33% 0.68% 0.30% 1.93% 1.62% 2.26% 1.21% 0.99% 0.75% 1.60% 1.05%
Access,
accessibility 0.93% 0.65% 0.90% 0.23% 0.14% 1.27% 1.42% 0.99% 0.30% 1.61% 3.05% 0.62% 1.51% 0.66% 0.76% 1.49% 1.02%
terminal 0.58% 0.17% 0.35% 0.26% 0.40% 0.85% 3.18% 0.99% 1.78% 0.89% 0.53% 0.00% 2.42% 0.00% 0.95% 0.77% 0.89%
vehicles 0.80% 0.31% 1.54% 0.18% 1.59% 0.67% 0.33% 0.00% 0.00% 0.56% 0.29% 1.44% 0.00% 0.99% 0.60% 0.66% 0.62%
airport 5.24% 3.84% 2.54% 1.07% 0.68% 5.13% 7.93% 5.57% 9.20% 6.12% 5.39% 2.47% 8.76% 2.98% 4.58% 5.14% 4.78%
ferry 1.93% 1.24% 2.07% 1.06% 0.66% 4.28% 9.78% 2.23% 1.48% 1.27% 1.83% 1.23% 5.44% 0.00% 2.75% 1.95% 2.46%
airlines 2.78% 1.55% 1.80% 1.23% 2.25% 0.97% 1.66% 1.11% 1.78% 1.59% 0.59% 0.00% 1.21% 0.00% 1.68% 0.68% 1.32%
plane 1.06% 1.38% 1.27% 0.79% 1.46% 1.51% 2.09% 0.62% 1.48% 1.13% 0.51% 0.62% 0.91% 0.33% 1.30% 0.70% 1.08%
port 0.35% 0.68% 0.42% 0.08% 0.03% 1.31% 3.61% 0.74% 0.30% 0.36% 0.91% 0.82% 1.51% 0.00% 0.84% 0.72% 0.79%
Visa 5.90% 9.41% 8.48% 8.62% 7.56% 5.66% 3.99% 2.17% 2.37% 11.49% 0.88% 2.47% 1.51% 6.62% 6.02% 4.60% 5.51%
Immigration 2.61% 1.72% 1.02% 0.42% 0.17% 1.90% 2.47% 1.80% 2.67% 2.46% 0.44% 0.41% 0.60% 0.66% 1.64% 0.92% 1.38%
Public
transportation 0.61% 0.28% 0.57% 0.44% 0.53% 1.49% 0.66% 1.49% 3.26% 1.67% 2.44% 4.94% 1.81% 1.32% 1.04% 2.44% 1.54%
Get around,
getting around 0.46% 0.31% 0.37% 0.17% 0.17% 0.57% 0.43% 0.37% 1.19% 0.58% 1.37% 0.21% 1.21% 0.00% 0.45% 0.67% 0.53%
Location 2.22% 1.61% 1.32% 1.85% 1.06% 1.74% 2.47% 2.11% 2.97% 0.22% 2.65% 2.26% 3.93% 0.99% 1.93% 2.01% 1.96%
Distance 1.04% 0.71% 0.51% 0.37% 0.37% 0.89% 0.90% 1.05% 2.37% 1.81% 2.21% 0.82% 1.81% 1.32% 0.91% 1.60% 1.16%
border 2.36% 2.23% 6.05% 1.64% 1.64% 0.61% 0.00% 2.54% 1.48% 3.10% 0.21% 0.00% 0.60% 4.97% 2.06% 1.78% 1.96%
connection 1.07% 0.56% 1.27% 2.11% 0.66% 1.43% 1.76% 1.42% 1.19% 2.11% 2.04% 3.09% 1.51% 1.32% 1.28% 2.02% 1.54%
transit 0.62% 0.40% 0.44% 0.35% 0.53% 0.53% 0.33% 0.87% 1.78% 2.25% 0.82% 2.06% 0.30% 0.33% 0.65% 1.15% 0.83%
Combine,
combination 0.38% 0.25% 0.23% 0.20% 0.23% 0.77% 0.57% 0.50% 1.19% 0.52% 1.01% 1.65% 0.91% 0.66% 0.48% 0.95% 0.65%
General
Entry & Exit
Visa &
Permit
Get Around
Proximity
Combine w…
149
APPENDIX F. CTA: ATMOSPHERE & AMPLIFIER
Atmosphere
Amplifier
Attribute Keyword TH VN MM KH LA ID PH MY SG CN JP TW SK Tbt Avg-SEA Avg-NEA Avg-ASIA
Situation 0.77% 0.51% 1.44% 0.31% 0.28% 1.31% 0.90% 1.30% 0.30% 2.25% 0.84% 1.44% 0.00% 0.66% 0.79% 1.04% 0.88%
Atmosphere 0.19% 0.31% 0.11% 0.03% 0.06% 0.22% 0.19% 0.19% 0.00% 0.38% 1.03% 1.03% 0.30% 0.66% 0.14% 0.68% 0.34%
Locality 3.75% 4.55% 7.60% 5.98% 5.84% 5.68% 3.04% 4.02% 4.75% 4.73% 4.32% 5.76% 4.53% 7.28% 5.02% 5.33% 5.13%
authenticity 0.16% 0.34% 0.22% 0.18% 0.53% 0.20% 0.00% 0.19% 0.89% 0.64% 0.61% 0.41% 0.00% 0.99% 0.30% 0.53% 0.38%
Hospitality/S
vc Q friendly 2.36% 2.46% 2.94% 3.52% 3.05% 3.23% 2.56% 1.11% 2.37% 2.48% 2.61% 4.94% 2.72% 2.98% 2.62% 3.14% 2.81%
Visa 5.90% 9.41% 8.48% 8.62% 7.56% 5.66% 3.99% 2.17% 2.37% 11.49% 0.88% 2.47% 1.51% 6.62% 6.02% 4.60% 5.51%
Immigration 2.61% 1.72% 1.02% 0.42% 0.17% 1.90% 2.47% 1.80% 2.67% 2.46% 0.44% 0.41% 0.60% 0.66% 1.64% 0.92% 1.38%
risk 0.77% 0.68% 1.14% 0.62% 1.72% 0.89% 1.19% 0.37% 0.30% 0.95% 0.51% 1.85% 0.60% 2.65% 0.85% 1.31% 1.02%
insurance 0.75% 0.93% 0.62% 0.44% 6.10% 0.83% 0.85% 0.43% 0.00% 0.08% 0.27% 0.62% 0.30% 0.33% 1.22% 0.32% 0.90%
Security 0.49% 0.11% 0.79% 0.08% 0.00% 0.34% 0.66% 0.50% 0.59% 2.11% 0.23% 1.44% 0.91% 0.00% 0.40% 0.94% 0.59%
dangerous 0.54% 0.45% 1.36% 0.26% 1.06% 0.46% 1.28% 0.19% 0.00% 0.38% 0.40% 0.21% 0.00% 1.32% 0.62% 0.46% 0.57%
General Local Community
Safety &
Security
Attribute Keyword TH VN MM KH LA ID PH MY SG CN JP TW SK Tbt Avg-SEA Avg-NEA Avg-ASIA
Marketing 1.54% 3.31% 1.54% 2.37% 1.33% 0.85% 1.09% 1.67% 2.08% 1.79% 1.66% 4.53% 3.32% 1.99% 1.75% 2.66% 2.08%
ads 0.51% 0.42% 0.53% 0.35% 0.66% 0.40% 0.24% 0.50% 0.89% 0.64% 1.10% 0.00% 0.30% 2.32% 0.50% 0.87% 0.63%
advertisement 0.23% 0.20% 0.40% 0.18% 0.27% 0.36% 0.47% 0.00% 0.59% 0.20% 0.08% 0.21% 0.30% 0.66% 0.30% 0.29% 0.30%
Promotion,
Promoted 0.19% 0.11% 0.20% 0.08% 0.00% 0.24% 0.19% 0.31% 0.30% 0.14% 0.13% 0.21% 0.60% 0.66% 0.18% 0.35% 0.24%
heard 1.09% 1.24% 1.71% 1.85% 1.99% 1.27% 1.57% 0.80% 2.37% 1.77% 1.52% 1.44% 1.81% 1.32% 1.54% 1.57% 1.55%
Popular 0.94% 0.62% 0.92% 0.70% 0.66% 1.21% 1.23% 0.87% 0.30% 0.93% 2.70% 2.06% 2.11% 0.00% 0.83% 1.56% 1.09%
hear 0.81% 1.05% 1.54% 1.14% 0.93% 1.13% 0.62% 0.06% 0.89% 1.39% 1.35% 0.62% 0.60% 2.98% 0.91% 1.39% 1.08%
told 0.00% 0.79% 3.30% 0.62% 1.19% 1.23% 0.95% 1.24% 0.59% 1.45% 0.53% 0.82% 0.30% 0.33% 1.10% 0.69% 0.95%
Awareness 1.13% 0.73% 0.59% 0.06% 0.20% 1.09% 1.28% 0.87% 0.59% 1.49% 1.56% 0.62% 0.60% 1.99% 0.73% 1.25% 0.91%
Famous 0.36% 0.79% 0.26% 0.18% 0.40% 0.57% 0.24% 0.25% 0.59% 0.97% 2.70% 0.21% 2.42% 0.66% 0.40% 1.39% 0.76%
news 0.00% 0.34% 2.24% 0.79% 0.27% 0.79% 0.95% 0.62% 0.30% 0.85% 0.38% 0.62% 0.30% 0.00% 0.70% 0.43% 0.60%
Image 0.16% 0.08% 0.20% 0.03% 0.00% 0.12% 0.19% 0.06% 0.00% 0.26% 0.38% 0.62% 0.00% 0.33% 0.09% 0.32% 0.17%
Capacity crowd 1.13% 0.76% 0.23% 0.34% 0.34% 1.25% 1.85% 0.50% 1.48% 2.82% 2.59% 1.03% 1.21% 0.33% 0.88% 1.60% 1.13%
Market Ties language 0.38% 0.23% 0.68% 0.06% 0.14% 0.85% 0.09% 0.12% 0.00% 2.11% 1.31% 0.41% 1.21% 0.00% 0.28% 1.01% 0.54%
family 1.52% 1.61% 0.40% 0.45% 0.28% 1.62% 1.52% 1.42% 0.89% 1.85% 1.66% 1.85% 0.30% 0.00% 1.08% 1.13% 1.10%
Children 0.62% 0.71% 0.22% 1.14% 0.53% 0.57% 0.47% 0.62% 0.30% 0.28% 0.88% 0.21% 0.00% 0.00% 0.58% 0.27% 0.47%
General
Image / Awareness
Other (Family Travel)